Social media brand community and consumer behavior: Quantifying the relative impact of user- and marketer-generated content

Social media brand community and consumer behavior: Quantifying the relative impact of user- and marketer-generated content

10.1287/isre.1120.0469

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Bibliographic Details
Main Authors: Goh, K.-Y., Heng, C.-S., Lin, Z.
Other Authors: INFORMATION SYSTEMS
Format: Article
Published: 2014
Subjects:
Brand community
Communication mode
Conometric modeling
Consumer behavior
Marketer-generated content
Social media
Text mining
User-generated content
Online Access:http://scholarbank.nus.edu.sg/handle/10635/77920
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Institution: National University of Singapore

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http://scholarbank.nus.edu.sg/handle/10635/77920

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